MANILA, PHILIPPINES – The Digital Marketing Association of the Philippines’ (DMAP) Digital Congress (DigiCon) Day 2 was just as successful as the first, as digital marketers were treated to keynote speeches from some of the industry’s most respected leaders.
Held at the Manila Marriott Hotel in Pasay City on October 17, 2025, the second day featured two sessions. One of the highlights was a presentation by L’Oréal Philippines Country Managing Director Yassine Bakkari, who discussed how the beauty industry is transforming through the rapid advancement of artificial intelligence.
His keynote speech, titled “The Next Generation of Beauty, Powered by Tech & AI,” delivered under the “Impact Brand-Building & Creative” session, focused on how L’Oréal is leveraging technology to connect with consumers in more meaningful ways.
Yassine emphasized that AI is more than just a technological innovation — it represents a paradigm shift that requires a new approach to brand-building.
“In the Philippines, we’re seeing unprecedented growth among connected consumers — driven by economic progress and a young, hyper-connected population. Over 65% of Filipinos are under 34, with more than 90% internet penetration,” he said, adding that the country is among the world’s fastest-growing digital economies thanks to e-commerce and the creator economy.
He also pointed out that Filipinos are not just “adopters” of technology — they are active participants who seek personalized, authentic, and inclusive brand interactions.
As a 116-year-old heritage brand, Yassine described L’Oréal as both a “dinosaur” and a “unicorn” — deeply grounded in legacy yet driven by startup agility and creativity. He added that the company’s longevity gives it a unique advantage: access to the richest beauty database in the world.
Personalized beauty experiences
Since today’s consumers demand deeply personalized experiences, L’Oréal’s answer lies in beauty tech — consistently surprising users with “trailblazing innovation.”
Through AI and technology, the brand continues to empower consumers, elevate beauty aspirations, and foster more intimate relationships between people and their favorite products.
Yassine showcased innovations such as Kiehl’s “Derma Reader,” which provides a detailed skin analysis and personalized skincare recommendations. Similarly, the Lancôme’s “Skin Screen,” the brand’s most advanced skin diagnosis tool, can analyze key skin parameters in just 20 minutes.
Personalized engagement through technology
Yassine also illustrated how personalization goes beyond technology, citing the “Sayang ka? No — I’m Worth It” campaign that resonated with Filipino women who challenge societal expectations.
“Through social listening and data, we identified how the phrase ‘sayang ka’ (you are a waste) diminished women’s choices — and transformed it into a message of empowerment,” he said.
The campaign was a major success, generating millions of impressions, engagements, and meaningful conversations online.
Concluding his talk, Yassine urged marketers not just to use AI, but to leverage its power to fulfill humanity’s desire for connection and recognition.
“Let’s harness AI not only for efficiency but to build authentic brand love in the hearts of every Filipina and Filipino,” he declared.
adobo Magazine is an official media partner of DigiCon 2025.
